Presentation given at the Service Design Conference held on the 3rd of May 2011 in Sydney, Australia. Presentation which highlights the differences we've noticed while doing service design work for a variety of not-for-profit organisation and private industry.
Text of Service Design for NGOs versus Corporates
1. Service Design Conference, Sydney3 May 2011Service design for Corporates vs NGOs... Is there a difference? Dr Melis Senova
2. How we view service design at Huddle 3. Epic Customer ContextA customer-centric way to framethe context of a service at the highestfindbuy usehelplevel. An epic journey is made up ofdierent legs.Optional PathwaysEach leg is comprised of possible research analysecompare request negotiate orderstep 1step 2step 3selfcall quoteserve centredierent paths that may be taken tocomplete each leg of the journey.CustomerThe customer could be an individualwith a certain objective, or itcould be an entire organisation.The customer chooses theirpathway through the service. Customer Journey MapCustomer Journeyresearch order step 2 step 1 A visual representation of the path aThe chosen path is referred to as the call customer may take through a servicecustomer journey. The customer doesnt centreoering. It highlights the dierent compare step 3touchpoints that characterise theexperience each step in isolation, its allpart of an entire service experience.service experience. Service BlueprintTouchpointsA common tool to communicate theThe touchpoints are theexperience at the touchpoints, thetangible elements of the interaction with customer facing staservice that, when designedand the support processes that aid thetogether, can set up the overall delivery of the service.service experience. experienceService Integration Plan A map which can be used to plan eorts organisationto improve integration between areas of the business critical to delivering a process successful service experience. technology businesswww.huddledesign.com Huddle Design 2010 4. epic journey customer customer journey touchpointsThe experience is the glue between the customer and the organisation. experienceWe design the things that help deliver the desired experience. Strategic Communication Plan Changes to current services orOrganisation introductions of new services requiresPeople with dierent skillscommunication across many dierentand knowledge deliver theaudiences. A communication plan is anservice to customers acrossessential part of change management todierent touchpoints.ensure the right messages are communi- cated to the right people at the right time.Processmarket promotion salesupgradeThe workow or process is central toresearch callproductresolvethe delivery of the service and must issuesegmen- process Service Integration Planbe designed to ow end to end andtationorder A map which can be used to manageintegrate the people and systems. eorts to improve integration between areas of the business critical to delivering a successful service experience.Technology SystemsThe people and processes aresupported or enabled by systems andtools, and parts of the service may bedelivered by technology infrastructure.Business Drivers Service Relationship MapThe successful performance of theaware- cycleservice satis-A visual representation of how servicesbrand ness loyaltysales revenue times levelsfaction faults retentionservice is driven by dierent factors andwithin a portfolio relate to each other.measured at the macro and micro level. This map can be used to understand opportunities for bundling, cross sellingEpic Business Contextand ares requiring more alignment.An organisation centric way to framethe context of the service at its highest promote selldeliversupportlevel - each leg of the business epic hasrelevant drivers and success measures. www.huddledesign.com Huddle Design 2010 5. Things that aredifferent... 6. The language is differentand the value exchange isdifferent. 7. SupporterCustomerSupporters have a A customer has arelationship with their cause need that can be which is personal. Thefulfilled with the outcomes they seek have a acquisition of alonger timeframe.service. 8. CustomerServiceHappy HappyprovidercustomerserviceproviderCorporate value exchange is transactional, tangible and internally focussed. 9. SupportersNGO Happy outcome NGO value exchange is aspirational, less tangible and externally focussed. 10. Empathy-gap is different. 11. I really need to We really need to have a clean home. meet our revenuetargets.CustomerCorporationCorporates tend to have a bigger empathy gap than NGOs, this is wherecommunication design becomes really important. 12. Im really We are really passionate about passionate about saving the planet. saving the planet.SupportersNGOEmployees of NGOs naturally have more empathy for supporter-insights(when you can get them). 13. NGOs have a clearer link to a guiding purpose...the greater good. 14. Why? Our focusis here withcorporates. Purpose Missions What? When?ApproachPlan Our focusis here with NGOs. How?Huddle Thinking Framework - how we orient ourselves during immersion. 15. Entry points into theorganisations are different. 16. Typical entry point with NGOs.Typical entry point withCorporates.Having an entry point at the c-level executive increases the ability to effect change across a wider scope. 17. Things that are thesame... 18. Both organisations areaffected by politics, bothinternal and external. 19. ... politics plays a similar role.On close inspection...The best way to navigate a political environment is to design your communication foryour audience. 20. Change is scary. 21. Id like to make acomplaint please...Fear of change is present in both types of organisations, as service designers we need to acknowledge the role we play in enabling change. 22. Both organisations need tofunction in two intersecting worlds. 23. find buyuse help Customers orresearch analysecomparerequest negotiatequoteorder step 1 step 2 step 3selfserve callcentreSupporters worldresearch orderstep 2step 1 callcustomer journey. The customer doesntcentre compare step 3experience each step in isolation, its allThe experience is the glue between the customer and the organisation. We design the things that help deliver the desired experience. market promotionsalesupgraderesearchcallproductresolve issue segmen-processtation order Organisations world. brand aware-loyaltysales revenuecycleservice satis-faults retentionness times levelsfactionservice is driven by dierent factors andmeasured at the macro and micro level. promotesell deliver supportlevel - each leg of the business epic hasThey both need to operate within two worlds, and as service designers we need to design for both these worlds. 24. Both organisations want to please their supporters/ customers. 25. Supporter CustomerNGO CorporationBoth NGOs and Corporates want to be loved. They also understand that most of theloving happens in the ongoing interaction with their service. 26. Both organisations need tosell service design internally. 27. Evaluation GatherConsiderationInformationAwareness Commitment UsageEnd to end service experience 28. Evaluation Advocacy Gather ConsiderationInformationAwareness CommitmentUsageAs an organisation, it is becoming more important to influence what people thinkabout your service through its end to end experience. This is where we spend most ofour time, and this is what we talk to others about. 29. A few lessons... 30. Dont sell the tool without building the capability to use it. Know how to meaningfullycompartmentalise your work. Get good at communicating thevalue of service design, using your clients language. 31. Thank you.Please ask some questions.Dr Melis Senova @avones @huddledesign email@example.com